What is the Clean Label?
There is currently no official or regulatory definition of “clean label.” However, several key principles define this trend. One of the main principles is recipe simplification. Consumers are often overwhelmed by the long list of ingredients on packaging. The goal is therefore to minimize the number of ingredients—especially artificial ones and allergens. These should be replaced with ingredients of natural origin. It’s also better to use ingredients that consumers recognize and that are connected to the base product.
Initially adopted in certain food sectors, particularly ready meals, the clean label movement is now spreading across all food products—and even into cosmetics. More than just a passing trend, clean label reflects a real shift in how we relate to food. Although entirely voluntary on the part of companies, the clean label approach directly responds to real societal demand.
Why the craze for Clean Label products?
Several factors explain the growing interest. One major reason is that some additives have been flagged for potential health risks. As a result, wary consumers no longer trust brands and demand greater transparency. They want to take control of their consumption and make informed choices. This mindset has driven the rise of apps like Yuka or Kwalito, which help users evaluate food products. Equipped with their smartphones, consumers are now on the hunt for additives.
Another factor is lifestyle: with more people living urban lives, many consumers are seeking to reconnect with the land and producers. They are drawn to authenticity and natural products.
A challenge for industry players
For several years now, food manufacturers have been working to meet this growing consumer demand: simplifying recipes, removing artificial ingredients, and more. However, replacing an artificial ingredient with a natural one isn’t so easy. It’s necessary to maintain shelf life despite the absence of preservatives, preserve organoleptic properties, and keep production costs competitive. Ennolys’ natural flavors offer a solution for producing high-quality products that meet market expectations.
Ennolys’ natural solutions: Clean Label-compliant
Manufacturers must therefore adapt to consumer expectations by offering innovative solutions. This could involve reformulating recipes to remove additives and allergens, shortening ingredient lists, or using bio-sourced ingredients. Ennolys’ fermentation-based natural flavors are ideal for supporting these efforts.
Indeed, Ennolys offers a wide range of natural flavor molecules produced via fermentation. These are intended for flavorists and the food, nutraceutical, and cosmetic markets. To meet industry needs, Ennolys created the Ennarom range, which features flavors derived from natural materials. Ennolys has also developed Ennallin, a natural vanillin obtained through fermentation.
Source:
E. Leclerc Observatory of New Consumption Trends, Aspartame, colorants, and palm oil are clearly falling out of favor, 2017
